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U.S. Composting Council December 6, 2012 Million Tomato Compost Campaign.

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Presentation on theme: "U.S. Composting Council December 6, 2012 Million Tomato Compost Campaign."— Presentation transcript:

1 U.S. Composting Council December 6, 2012 Million Tomato Compost Campaign

2 The Million Tomato Compost Campaign! National campaign to introduce Americans to the value of compost by: Connecting the benefits of compost to sustainable, local food Engaging sustainable chefs Growing a million tomatoes in compost for food banks Donating compost to community gardens =

3 Our Compost Messages Grows healthier, bigger plants Builds healthy soil Replaces chemical fertilizers Holds water, reduces runoff Local, sustainable product

4 Campaign Partners National Chef/Spokesperson Nathan Lyon Local Chefs Collaboration with organizations such as Chefs Collaborative, Slow Food USA Community Gardens American Community Gardening Association, American Public Gardens Association Food Banks Ample Harvest – online matching service for gardeners + food banks

5 How Does the Campaign Work? STA certified producers sign on to donate compost to community gardens Community gardens sign up to participate in Campaign, receive donated compost USCC promotes Campaign in national media and on social media USCC provides members with promotional toolkit, access to network of community gardens and chefs in local markets USCC members promote Campaign in local markets Members share your photos, videos and stories!

6 Spokesperson - Chef Nathan Lyon Author of Great Food Starts Fresh Chef and co-host of Growing A Greener World (PBS) A Lyon in the Kitchen (Discovery Health & Fit TV) Guest chef/expert on Real Simple Real Life and Home Made Simple (TLC) Finalist on The Next Food Network Star =player_embedded&v=euqVQxa-aXs =player_embedded&v=euqVQxa-aXs

7 National Campaign Launch March 2013 National media stories -Chef announces Million Tomato Compost Campaign - compost grows healthy food -Challenge gardens to sign on to the Million Tomato Compost Campaign -Urge gardeners to look for STA-certified compost to build healthy soil -Kids plant tomatoes in compost Compost donations tracked & celebrated on compostingcouncil.org Social media outreach

8 Million Tomato Campaign Continues March 2013-June 2013 Promotional toolkit provided to local partners Network of chefs available to participate in local events at community gardens Network of community gardens Local partners post photos of planting, donation, gardens and kids! Engagement with all local sites via social media, photo and videos

9 Million Tomato Campaign Culmination July 2013 National media stories Stories on national TV morning show & in print media Chef appears on morning show to announce the million tomatoes, amount of compost donated Kids bring tomatoes on the show, destined for food banks Describe how compost builds healthy soil, which grows great tomatoes Local media stories Highlight compost donations, gardens Emphasizes community involvement in sustainably growing local food with compost Social media

10 Tracking success Media stories Social media impressions Number of tomatoes grown Number of tomatoes donated to food banks Number of community gardens participating Quantity of compost donated

11 March April May June July 2013 Timeline Launch Campaign Stories in national media Local events begin Push out campaign through social media Continuing engagement on social media Local partners promote via local media Continuing engagement on social media Local partners promote via local media Continuing engagement on social media Campaign culmination Push out campaign through social media Stories in national & local media

12 How to Participate in the Campaign Use the Campaign logo and web button Issue a press release about the Million Tomato Compost Campaign, your participation, and the benefits of compost Promote the campaign through social media -Re-tweet & post USCC Facebook messages, and those of chefs, campaign partners, other USCC members, and media stories Set up a cooking demonstration at your local community garden Promote the Million Tomato Compost Campaign at your retail location through signage, a compost giveaway, a compost use demonstration, a speaker, or other special event Hold a public planting event at your local community garden and invite the media

13 USCC Member Marketing Kit Template press releases announcing Million Tomato Compost Campaign Fact sheet about Campaign and STA-certified compost Campaign logo and tagline USCC website Million Tomato Compost Campaign web button linking to campaign site Tips for growing in compost Chef-authored recipes for healthy kid-friendly food grown in compost


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